Handbook of Brand Relationships PDF
By:Deborah J. MacInnis,C. Whan Park,Joseph R. Priester
Published on 2009-07-06 by M.E. Sharpe
Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
This Book was ranked at 31 by Google Books for keyword Reference Consumer Guides novel.
Book ID of Handbook of Brand Relationships's Books is ygzXEmjYt68C, Book which was written byDeborah J. MacInnis,C. Whan Park,Joseph R. Priesterhave ETAG "eYEf7E5zsXs"
Book which was published by M.E. Sharpe since 2009-07-06 have ISBNs, ISBN 13 Code is 9780765637789 and ISBN 10 Code is 0765637782
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Book which have " Pages" is Printed at BOOK under CategoryBusiness and Economics
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Download Handbook of Brand Relationships Books Free
Download Handbook of Brand Relationships Free
Download Handbook of Brand Relationships PDF
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